Fashion Targets Breast Cancer.

Well, at least john st. advertising didn’t go the standard route of only a color variation on the universal ribbon symbol for Fashion Targets Breast Cancer. There’s a website and standard viral of course, which, I was not gonna be a jerk and comment considering the cause. Until I saw the clip that is. Read no more until you watch it (keep speakers turned down) and tell me what you think of the ending. Like the MTV HIV spot, both use the shock value of sudden death to drive home their points. And both executions (pun intended) got my attention, sure, but death from both diseases is anything but sudden, no? “That’s just the type of attitude we need to change, otherwise people won’t take it seriously.” Heard that arguement before and I don’t agree with it. When something startles you, you end up ignoring the message because you’re pissed at the cheap trick. It’s the kind of thing PETA does.

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